Apple’s upcoming 2024 MacBooks and iPads powered by 3nm chips may see demand below expectations due to a “lack of growth drivers,” says research shared today by Apple industry analyst Ming-Chi Kuo.
Kuo said in a blog post on Medium:
Apple’s 3nm demand for 2024 would be below expectations. In 2023, Apple’s MacBook and iPad shipments declined significantly by approximately 30% and 22% to 17 million and 48 million units, respectively. The sharp decline is attributed to the end of work-from-home (WFH) demand and diminishing user appeal for the new specifications (Apple Silicon and Mini-LED). Looking ahead to 2024, Apple’s 3nm demand is negatively impacted by the lack of growth drivers for MacBook and iPad.
Apple is lacking a driving catalyst for new customers, such as the return to working in the office post-pandemic, or new features such as Apple Silicon, which drove sales a few years back as customers clamored to move on from Intel-based Macs to M1-powered units.
Mac and iPad sales declined significantly in 2023, meaning 2024 could actually be an upyear saleswise for Apple. Next year’s iPad Pro models are expected to boast OLED displays, which should be an attractive lure to upgraders.